Conjoint.ly Product Variant Selector is a comprehensive methodology for testing up to 300 product ideas that helps you identify the most appealing product variants for your brand or product category. It combines several techniques that our team have developed and refined on full-service projects for FMCG brands:
Compare performance of different variant on several metrics:
Percentage of responders who selected each option are shown for each product idea, allowing for comparisons between product ideas.
If you group your product ideas into different segments, this table will summarise average scores (both preference and diagnostics) for these segments.
Do you want to know whether people who like grape flavour also like strawberry flavour? With this table, you can explore what preferences are correlated and which ones are not.
This output is only available for test of up to 50 product variants.
If you are testing a generic product, you can add a list of brands. We will check which brands respondents associate a product idea with. If you are testing your own branded product, add sub-brands and brand extensions. This table will summarise what percentage of respondents associate each variant with different brands.
Each product idea gets its own passport that shows how well it performs on each metric and shows positive and negative reactions.
Product variants that are among top ideas and also perform well on diagnostics receive a seal of approval as Winning Variants.
TURF stands for Total Unduplicated Reach and Frequency. It is a technique that came into prominence during the 1950s in the space of media planning. In this report, we are only using the "reach" component of this technique.
Reach is the percentage of respondents for whom at least one of the product ideas in a particular combination is their most preferred variant. That is, it is a measure of how many respondents can be "activated" by a combination of variants.
Importantly, product ideas are tested one-by-one (not in combinations). Therefore one must be careful not to misinterpret this as ranking of preferences for combinations of products.
This output is only available for test of up to 50 product ideas.